EDOUARD SERVAN-SCHREIBER
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"Boosting Next Best Offer by Leveraging Clickstream Data"
Dr. Edouard Servan-Schreiber is Assistant Director of Advanced Analytics for Europe, Middle East and Africa.
His specialty is to help businesses extract value from their data and insure that the sophisticated techniques of automated learning are serving business needs.
Edouard has worked across industries and markets within the EMEA region.
Among the topics Edouard has actively worked on:
• Clickstream data for customer affinity: Edouard has worked extensively with clickstream data for various customers in telecom and eCommerce. His work has helped integrate and leverage the information which customers reveal in their browsing pattern to sharpen the affinity and value models. Clickstream data contains very valuable information which, on the other hand, depreciates very quickly and must be used quickly to extract business value.
• Mobile Marketing: Edouard has studied closely the new marketing channel of mobile phones. As telecom operators and advertisers and slowly expanding beyond the intrusive SMS communication, there are many methods, interfaces, and methods for advertisers and operators to cooperate to get the wealth of information held by operators to benefit advertisers. As with clickstream, the key aspect is timing, as the mobile phone is a very action oriented medium.
• Pricing Optimization in Retail: Edouard has contributed to the Teradata application Teradata Price Optimization which automatically computes models of price elasticity and models of product interactions (cross-sell and cannibalization models). All of these models are then combined to produce price recommendations optimizing thr expected margin
• Early Warning and Root Cause Analysis in Manufacturing: Edouard co-developed the analytics of the new Teradata solution on Quality & Warranty. This looks at warranty reimbursement claims and identifies the components which demonstrate deviance from acceptable norms of reliability. The solution also helps users identify the most likely causes of these failures
• Text Mining: a growing volume of data arrives unstructured, such as text. This data tends to be both very timely and potentially critical in identifying opportunities for business value. Edouard has used the technology of text mining to automate some of the analytics to leverage text data.
• Social Network Analysis: as telecom operators grow more interested in selling data service products to customers, they grow increasingly interested in the word-of-mouth effects and the impact of influential customers. Edouard has studies and used SNA as a tool to identify the customers with the most impact in a communication network.
A non-exhaustive list of customers with whom Edouard has worked directly:
Daimler, Volvo Cars, Nokia, Migros (Switzerland), Bottega Verde (Italy), Carrefour, Gjensidige (Norway), Bouygues Telecom (France), Etisalat (Egypt), Vodafone, IBP (France)
Before joining Teradata, Edouard has been studying and practicing artificial intelligence and statistical learning models for the past 20 years.
In the past, Edouard studied artificial intelligence and learning techniques at Carnegie Mellon before going to UC Berkeley for his graduate studies. He studied there with Christos Papadimitriou the applications of computer science and algorithms to economics. The result was a thesis on communication models in distributed hierarchies demonstrating the critical importance of deadlines in organizations as a mechanism for synchronization.
Upon completing his PhD, Edouard returned to his native France to found with his brother newsfutures.com, a company offering prediction markets to the public and corporate clients. Prediction markets are a new technology from experimental economics for aggregating the knowledge of crowds (as popularized in the recent book “The Wisdom of Crowds”). Edouard contributed to a patent application in the US and worked with corporate clients such as USA Today and Eli Lilly.
Edouard then became head of market research and data analysis for the leading European interactive marketing agency. His focus was e-commerce analysis and clickstream analytics. E-commerce analytics included develop customer segmentations, pricing policies and recommending interactive stimulation programs for online retail clients such as France Télécom, L’Oréal and Hertz. Clickstream analysis included optimizing selfcare programs and detecting emerging interest for clients such as SFR (Vodafone-France), Crédit Lyonnais, and Banque Populaire (BRED).
Presentations
The presentations that are allowed to be shared with the delegates are now accessible via this website, in PDF format. All delegates have received a thank-you e-greeting announcing the password. Please note that the password is case sensitive! Unfortunately, some presenters do not want to share their presentation. The presentation by Stephen Brobst - “The Science of Analysis” (Wednesday April 14) - is only available in hard copy. Please send an e-mail to scarlett.vandermeulen@teradata.com
if you want a copy.
Automotive Day
For the first time this year, we organised a special track for the Automotive Industry which proved to be very successful.The presentations of this one-day session are available here.
